| 走出4P模式——市场营销的新概念 |
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| 引用本文： | 王秀村,冯姗.走出4P模式——市场营销的新概念[J].北京工商大学学报(社会科学版),2005,20(4):21-23. |
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| 作者姓名： | 王秀村 冯姗 |
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| 作者单位： | 北京理工大学,管理与经济学院,北京,100081 |
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| 摘 要： | 当代企业市场环境的剧烈变化正在推动营销理念与方式的变革,反映这种变化趋势,全球最大的市场营销组织AMA提出了市场营销的新概念。本文介绍了AMA提出市场营销新定义的背景与研究过程,分析了新定义所反映的关注顾客关系价值、引导企业走出4Ps模式等营销新趋势。
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| 关 键 词： | 市场营销 营销新定义 顾客关系 |
| 文章编号： | 1009-6116(2005)04-21-03 |
| 修稿时间： | 2005年4月14日 |
The New Concept of Marketing: out of 4"P"s Model |
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| Wang Xiucun,Feng Shan.The New Concept of Marketing: out of 4"P"s Model[J].Journal of Beijing Technology and Business University:Social Science,2005,20(4):21-23. |
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| Authors: | Wang Xiucun Feng Shan |
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| Abstract: | The drastic changes of market environment for modern enterprises are promoting the innova-tion in marketing ideas and methods. The biggest marketing association in the world, AMA presents the newconcept of marketing which reflects the new trend of such change. This paper introduces the background andresearch progress for AMA's new marketing definition. It analyzes the new trend of marketing including thevalue of customer relationship that the new definition focuses on and the guidance it provides for the enter-prises out of the 4"P"s Model. |
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| Keywords: | marketing new definition of marketing customer relationship |
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